Follow this seven tips to boost your digital marketing ROI.
Social media is a great way to communicate with prospects and clients and increase your sales numbers. Many insurance shoppers, millennials in particular, have actually come to prefer making initial contact via social media, rather than the traditional cold call or face-to-face meeting.
Yet many independent insurance agents have yet to unlock the power of social media. A recent study revealed that less than 65% of independent insurance agents maintain a consistent presence across key social platforms. While building a social media presence might seem like a daunting task, it’s actually a relatively simple thing to do. Here are seven tips that will help you get started down the path to social selling success.
1. Pick a Channel
With so many social platforms to choose from, you’ll need to narrow your initial strategy to one or two -- just to keep things manageable at first. Identify the social network(s) of choice for your target audience, then focus the bulk of your time, energy, and resources on optimizing your profile(s) there. For insurance agents, Facebook and Twitter are probably the best place to start, but once you’ve got those accounts up and running, you can begin experimenting with other, more creative platforms like Snapchat and Instagram.
2. Post Relevant Content
When it comes to social media, it’s best to avoid the overt pitch. Instead, posting relevant and helpful content will help position you as a credible expert, capable of helping your clients navigate the complex world of insurance and make the best possible decision about coverage. That could include topical or legislative updates that might affect them, as well as actionable advice, such as “5 Ways to Lower Your Auto Premiums” or “Why Investing in Life Insurance is a Good Idea.”
3. Schedule Posts Regularly
Gaining a large following on social media takes time and persistence. So whether you post daily or weekly, just be consistent. The payoff comes in the form of increased brand recognition: according to Social Media Examiner, 91% of marketers across all industries said that regular social publishing increased their business’ online visibility.
4. Use Social Media Management Tools
Social media management tools like Hootsuite, Buffer, and Sprout enable you to schedule content in advance and post across several different platforms. Other platforms, such as Google Analytics and FollowerWonk, track your followers and analyze your clicks so you can measure the efficacy of your strategy and optimize accordingly.
5. Get Visual
In the social media world, images and videos tend to outperform text-based content. According to Hootsuite, nearly 75% of businesses reported that publishing video content boosted their website conversion rates. Try posting short videos featuring client testimonials, local community outreach, or even a tour/intro of your office and team. This shows the human side of your business. Worried video content will be too expensive and time-intensive? Try shooting your video with a smartphone, then edit it with any one of these free programs.
6. Engage on Social Media
When a prospect or client engages with one of your posts, always make sure to respond promptly -- internet users aren’t exactly known for their patience! But keep in mind that where and how you respond can change depending on the situation. General customer service or policy queries can be handled in a public forum; however, if the question involves personal account information or claims, it’s best to reach out directly.
7. Promote Your Social Media Presence
Simply being on social media isn’t going to do you much good if no one knows you’re there. Seek out additional opportunities to promote your social media presence, both on- and offline. For example, Paul Pennelli, Head of Marketing at Next Generation Insurance Group and MassDrive Insurance Group, recommends that agents add social media links to their email signatures and social sharing icons to their websites. It also never hurts to say, “By the way, make sure you check us out on Facebook” during conversations with prospective and existing clients.
If you want to learn more about how to optimize your digital marketing strategy as a whole, be sure to check out The Insurance Agent’s Digital Marketing Handbook.